Module 2 Audience Analysis Communication... · Audience Analysis: Steps Customization –What...

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Audience AnalysisAudience Analysis

Audience SegmentationAudience Segmentation

Prof. Prof. BuenalynBuenalyn TeresitaTeresita M. RamosM. Ramos

Session ObjectivesSession Objectives

�� Define audience analysis Define audience analysis

�� Identify the purpose of audience analysisIdentify the purpose of audience analysis

�� Describe the steps in audience analysisDescribe the steps in audience analysis

�� Explain audience segmentationExplain audience segmentation

�� Enumerate the classification of audiencesEnumerate the classification of audiences

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We Belong TogetherWe Belong Together

�� Read the message carefully. Read the message carefully.

�� Discuss with your group membersDiscuss with your group members

–– Intended audienceIntended audience

–– Reason for the choiceReason for the choice

Audience Analysis: DefinitionAudience Analysis: Definition

�� Determining the important Determining the important characteristics of an audience in order characteristics of an audience in order to choose the best style, format and to choose the best style, format and information for risk communicationinformation for risk communication

�� Understanding the identity, personality Understanding the identity, personality and characteristics brought to a and characteristics brought to a situation by the specific type of situation by the specific type of audienceaudience

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Audience Analysis: PurposeAudience Analysis: Purpose

�� Helps in understanding the social situationHelps in understanding the social situation

�� Develops strategy to adapt arguments to Develops strategy to adapt arguments to

best suit an audiencebest suit an audience

�� Informs the communicator about the Informs the communicator about the

people he or she is talking topeople he or she is talking to

�� Aids in the development of messagesAids in the development of messages

�� Facilitates efficient use of resourcesFacilitates efficient use of resources

Audience Analysis: StepsAudience Analysis: Steps

�� AA nalysisnalysis

�� UU nderstandingnderstanding

�� DD emographicsemographics

�� II nterestnterest

�� EE nvironmentnvironment

�� NN eedseeds

�� CC ustomizationustomization

�� EE xpectationsxpectations

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�� AA nalysisnalysis–– Who is the audience?Who is the audience?

�� UU nderstandingnderstanding–– What is the audienceWhat is the audience’’s knowledge of the s knowledge of the hazard / risk?hazard / risk?

�� DD emographicsemographics–– What is their age, gender, educational What is their age, gender, educational background, etc?background, etc?


�� II nterestnterest

–– What is the reason for the outrage / fear?What is the reason for the outrage / fear?

�� EE nvironmentnvironment

–– How will the message be sent?How will the message be sent?

�� NN eedseeds

–– What are the audienceWhat are the audience’’s needs?s needs?

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�� CC ustomizationustomization–– What specific needs / interests should you What specific needs / interests should you address relating to the specific audience?address relating to the specific audience?

�� EE xpectationsxpectations–– What does the audience expect to learn from What does the audience expect to learn from your document?your document?

–– What specific behavior needs to be performed? What specific behavior needs to be performed?

*Audience should walk away having their fears *Audience should walk away having their fears answered and explainedanswered and explained

Audience Segmentation VariablesAudience Segmentation Variables

�� Education Education

�� Current subject Current subject

knowledge and knowledge and

experience experience

�� Age Age

�� Language spoken / Language spoken /

readread

�� Cultural normsCultural norms

�� Geographic Geographic

locationlocation

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Guide Questions in Guide Questions in

Audience AnalysisAudience Analysis

�� Who needs to hear your message?Who needs to hear your message?

�� Who has influence over the target of your Who has influence over the target of your

campaign? campaign?

�� Who must be moved to action so your Who must be moved to action so your

goals will be met? goals will be met?

�� Who has the greatest impact on the Who has the greatest impact on the

outcome of your campaign efforts?outcome of your campaign efforts?

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Communication Information Communication Information

Gathering TemplateGathering Template

�� At risk groups / populations At risk groups / populations

–– What specific groups are at risk?What specific groups are at risk?

–– What specific groups partners are indirectly What specific groups partners are indirectly involved?involved?

–– Are there groups or partners who should be Are there groups or partners who should be considered as communication priorities in light considered as communication priorities in light of their likelihood to be looked to for advice or of their likelihood to be looked to for advice or direction? direction?

–– Are there particular vulnerable / high risk Are there particular vulnerable / high risk groups that need to be reached?groups that need to be reached?



�� Knowledge, awareness, and Knowledge, awareness, and

perceptionsperceptions

–– What do individuals and the communities What do individuals and the communities

know about the nature of the emergencies / know about the nature of the emergencies /

disasters?disasters?

–– What are the local terms and descriptions of What are the local terms and descriptions of

the emergencies and disasters?the emergencies and disasters?

–– What are the individual and community What are the individual and community

perception of risk brought by this event? perception of risk brought by this event?

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�� Knowledge, awareness, and Knowledge, awareness, and

perceptionsperceptions

–– Have these groups experienced these Have these groups experienced these

emergencies / disasters before and how have emergencies / disasters before and how have

they managed them?they managed them?

–– What are the messages circulating within the What are the messages circulating within the

community?community?

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�� Existing household and community Existing household and community practices practices

–– What are the nonWhat are the non--emergency / disaster health emergency / disaster health seeking and health care practices?seeking and health care practices?

–– What existing practices amplify risk and what are the What existing practices amplify risk and what are the benefits and values that underpin them?benefits and values that underpin them?

–– What are the decisionWhat are the decision--making practices within making practices within communities and the household related to seeking communities and the household related to seeking health care? health care?

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�� SocioSocio--cultural, economic and cultural, economic and envtenvt’’ll context context –– Are there any social and political tensions that may Are there any social and political tensions that may affect risk reduction practices?affect risk reduction practices?

–– Do people have access to sufficient resources to Do people have access to sufficient resources to implement risk reduction practices? Are health services implement risk reduction practices? Are health services available and accessible? Are there problems related to available and accessible? Are there problems related to transporting sick people to clinics / hospitals?transporting sick people to clinics / hospitals?

–– What existing traditional religious beliefs and social What existing traditional religious beliefs and social norms may inhibit implementing risk reduction norms may inhibit implementing risk reduction practices?practices?

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Health communicators segment audience to..Health communicators segment audience to..

�� Achieve the most appropriate and effective Achieve the most appropriate and effective

ways to communicate with these groupsways to communicate with these groups

�� Divide and organize an audience into Divide and organize an audience into

smaller groups of people who have similar smaller groups of people who have similar

communicationcommunication--related needs, preferences, related needs, preferences,

and characteristicsand characteristics

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Health communicators segment audience to..Health communicators segment audience to..

�� Prioritize audience according to their Prioritize audience according to their

communication needs and desired behavior communication needs and desired behavior

change change

Audience Segmentation: StepsAudience Segmentation: Steps

�� Audience identificationAudience identification

�� PrioritizationPrioritization

�� ProfilingProfiling

�� Touch point analysisTouch point analysis

�� Resource allocationResource allocation

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Audience Segmentation: Audience Segmentation:

Classification of AudienceClassification of Audience

�� Primary AudiencePrimary Audience

�� Secondary AudienceSecondary Audience

�� Tertiary AudienceTertiary Audience

Now for the exerciseNow for the exercise……

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Workshop GuidelinesWorkshop Guidelines

�� Return to the previous grouping.Return to the previous grouping.

�� Using the data gathered in the situational Using the data gathered in the situational

analysis, conduct the audience analysis, conduct the audience

segmentation segmentation

�� Identify the possible target audiencesIdentify the possible target audiences

�� Rank the target audience according to Rank the target audience according to

priority and classify them priority and classify them

�� State reason/s for identifying audiencesState reason/s for identifying audiences

TemplateTemplate

�� Name of disaster:Name of disaster:

�� Place:Place:

�� Audience segmentationAudience segmentation

�� AUDIENCE / PRIORITIZATION / AUDIENCE / PRIORITIZATION /

CLASSIFICATION / REASON FOR CHOICECLASSIFICATION / REASON FOR CHOICE

Module 2 Audience Analysis Communication... · Audience Analysis: Steps Customization –What...

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